Given that online property portals, dominated by a handful of websites, are by far the most popular home search method, it is perhaps unsurprising that an increasing number of estate agents are spending significantly more money on maintaining an online presence that goes beyond simply listing properties on their own website.

Rightmove remains the most visited UK property portal, while Zoopla, part of ZPG, has consolidated its position as the second largest property website in the country, as a growing number of agents sign up to the platform.

New figures show that Zoopla now has more than 18,000 branches and new homes sites listed, the highest for three years.

The growth comes as agents prepare for the busiest property market in the run up to Christmas for over a decade.

The sales pipeline is now 50% larger than this time last year, with 100,000 sales set to spill over into Q1 of 2021, and agents appear to aligning themselves with the main portals to take maximum advantage of this.

Andy Marshall, Zoopla’s chief commercial officer said: “It’s a competitive time for portals but what’s clear is more and more agents are choosing Zoopla as their partner of choice as they seek to capitalise on the buoyant housing market.

“Agents are driven by results and our track record of delivering improvements in product and technology, combined with our record investments in marketing and customer service are paying dividends, driving better, higher quality leads. We’re perfectly placed to support agents during this busiest pre-Christmas period for a decade and we’ve no doubt increasing numbers will continue to vote with their feet as we head into what promises to be a bumper New Year for the agent community.”